The Backfire Effect: The Psychology of Why We Have a Hard Time Changing Our Minds

Once something is added to your collection of beliefs, you protect it from harm. You do this instinctively and unconsciously when confronted with attitude-inconsistent information. Just as confirmation bias shields you when you actively seek information, the backfire effect defends you when the information seeks you, when it blindsides you. Coming or going, you stick to your beliefs instead of questioning them. When someone tries to correct you, tries to dilute your misconceptions, it backfires and strengthens those misconceptions instead. Over time, the backfire effect makes you less skeptical of those things that allow you to continue seeing your beliefs and attitudes as true and proper.

When you start to pull out facts and figures, hyperlinks and quotes, you are actually making the opponent feel even surer of his position than before you started the debate. As he matches your fervor, the same thing happens in your skull. The backfire effect pushes both of you deeper into your original beliefs.

This also explains why Benjamin Franklin’s strategy for handling haters, which McRaney also explores in the book, is particularly effective, and reminds us that this fantastic 1866 guide to the art of conversation still holds true in its counsel:“In disputes upon moral or scientific points, ever let your aim be to come at truth, not to conquer your opponent. So you never shall be at a loss in losing the argument, and gaining a new discovery.”